The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand

This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Drago...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Tran Tien Khoa [verfasserIn] Nguyen Van Phuong [verfasserIn] Trinh Vu Anh Thi [verfasserIn] Nguyen Thi Minh Nguyet [verfasserIn] Tran Van Dien [verfasserIn] Do Thi Sa Huynh [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2020

Schlagwörter:	brand equity dimensions overall brand equity purchase intention word of mouth

Übergeordnetes Werk:	In: Ho Chi Minh City Open University Journal of Science - Economics and Business Administration - HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, 2021, 10(2020), 1, Seite 18-36
Übergeordnetes Werk:	volume:10 ; year:2020 ; number:1 ; pages:18-36

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc Journal toc

DOI / URN:	10.46223/HCMCOUJS.econ.en.10.1.217.2020

Katalog-ID:	DOAJ054994489

Internformat


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callnumber-first	H - Social Science
author	Tran Tien Khoa
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topic_title	HB1-3840 The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand brand equity dimensions overall brand equity purchase intention word of mouth
topic	misc HB1-3840 misc brand equity dimensions misc overall brand equity misc purchase intention misc word of mouth misc Economic theory. Demography
topic_unstemmed	misc HB1-3840 misc brand equity dimensions misc overall brand equity misc purchase intention misc word of mouth misc Economic theory. Demography
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title	The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand
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title_full	The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand
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title_sort	influence of brand equity on consumer responses toward cho gao dragon fruits brand
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title_auth	The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand
abstract	This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.
abstractGer	This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.
abstract_unstemmed	This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.
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title_short	The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand
url	https://doi.org/10.46223/HCMCOUJS.econ.en.10.1.217.2020 https://doaj.org/article/68d769656c3a4f008d55cb20538af7a4 https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/217 https://doaj.org/toc/2734-9314 https://doaj.org/toc/2734-9586
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author2	Nguyen Van Phuong Trinh Vu Anh Thi Nguyen Thi Minh Nguyet Tran Van Dien Do Thi Sa Huynh
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